The document discusses common questions agencies ask about social media that miss the mark, and provides better alternative questions. It suggests agencies should focus less on the latest trends or how to get likes/followers, and more on how social media can deliver value to clients, be good for business, and earn promotions organically. The document advocates optimizing existing efforts like email and video before pulling funds to pay for social, and highlights how results come from engaging audiences, not influencers or gurus.

1. The 8 Wrong Questions
Agencies Are Asking About
Social Media

2. Jay
Baer
Convince & Convert
www.convinceandconvert.com
www.jaybaer.com

3. digital marketing conference for agencies
Early Bird Rate: just $699 before May 31
www.bolo2012.com
Ask about the 3P Track for Agency Leaders (Principals, Presidents, Partners)

4. @jaybaer
#SocialAgency

5. @jaybaer
#SocialAgency

6. Wha t’ s the H o t N e w
T r e n d W e C a n B r in g t o
O u r C lie n t s ?
@jaybaer
#SocialAgency

7. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

8. What will deliver more value to your clients, doing
Facebook better, or launching on Pinterest?
Social media isn’t inexpensive, it’s just different
expensive.
ABO. Always Be Optimizing.
@jaybaer
#SocialAgency

9. Wha t’ s the B e s t Wa y
to G e t F a c e b o o k
L ik e s & T w it t e r
@ jaybaer
F o llo w s ?
#SocialAgency

10. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

11. “Likes” are the new “hits” – a dead giveaway.
Social connections are a trailing indicator of
success, not a leading one.
84% of Facebook fans are current or former
customers.
@jaybaer
#SocialAgency

12. Facebook gives you a maximum 16% open rate
for free.
Most brands’ PTAT and Reach is much lower.
Especially on Facebook, it’s ALL about interaction.
@jaybaer
#SocialAgency

13. T h e g o a l is n ’ t t o
b e g o o d a t s o c ia l
m e d ia .
T h e g o a l is t o b e
g o o d a t b u s in e s s
be c a us e of
s o c ia l m e d ia .
@jaybaer
#SocialAgency

14. H o w C a n We M a k e a
V ir a l V id e o t h a t G e t s
T h o u s a n d s o f V ie w s ?
@jaybaer
#SocialAgency

15. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

16. 38%
of
Yo u T u
be
V id e o
s Get
1, 0 0 0
V ie w s
@jaybaer +
#SocialAgency

17. It’s not viral unless it is.
Most videos that go viral are carefully seeded, and
part of a larger program.
Think of video as a mid-funnel tactic, rather than
top of funnel.
Optimize with search terms,
description, target prospects and
current customers.
Be helpful.
@jaybaer
#SocialAgency

18. How Muc h Mone y
S h o u ld W e P u ll F r o m
E m a il t o P a y f o r S o c ia l
@ jaybaer
M e d ia ?
#SocialAgency

19. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

20. Social is largely an opt-in construct.
Use social to keep the brand top-of-mind among
people who have given permission.
E m a il is
Use email toM athe brand top-of-mind among
keep d o n n a
people who have given permission.
F a c e b o o k is
Lady G aga
S a m e T h in g ,
B u t W it h
@ jaybaer a Fre s h C oa t
#SocialAgency

21. Email subscriptions in social
Social subscriptions in email
Cross-platform testing and optimization
@jaybaer
#SocialAgency

22. H o w C a n W e C o n v in c e
O u r C lie n t s T h a t
W e ’ r e G o o d a t S o c ia l
@ jaybaer
M e d ia ?
#SocialAgency

23. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

24. Retain more clients.
Up-sell new services to clients.
Improve your conversion rate.
Generate inbound leads.
@jaybaer
#SocialAgency

25. @jaybaer
#SocialAgency

26. @jaybaer
#SocialAgency

27. H o w C a n We C re a te a
K ille r S o c ia l M e d ia
C a m p a ig n T h a t G e t s
N o t ic e d ?
@jaybaer
#SocialAgency

28. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

29. Social happens fast, but results accrue slowly.
Winning hearts and minds a few at a time, not
many at a time.
You earn the right to promote, you don’t buy it
(usually).
@jaybaer
#SocialAgency

30. F o c us o n ho w to
B E s o c ia l.
W o r r y le s s a b o u t
h o w t o D O s o c ia l
m e d ia .
@jaybaer
#SocialAgency

31. H o w C a n We G e t
In f lu e n t ia l B lo g g e r s t o
W r it e A b o u t O u r C lie n t ?
@jaybaer
#SocialAgency

32. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

33. Don’t confuse influence and audience.
Emerging voices are delighted to be asked, and
much more likely to participate.
Influence is no match for advocacy.
Start with customers first.
If the company is creating all the chatter, you’re
doing it wrong.
@jaybaer
#SocialAgency

34. GroupHigh.com
@jaybaer
#SocialAgency

35. H o w C a n W e F in d a
S o c ia l M e d ia G u r u t o
A d d to O u r Te a m ?
@jaybaer
#SocialAgency

36. A B e tte r
Q u e s t io n :
@jaybaer
#SocialAgency

37. Wha t H a p p e ns
N e x 13?– “The 23 Social and Digital Services Your
June t
Agency Should be Selling, but Probably Isn’t“
Register now: http://ar.gy/23services
August 29 – “A Guru or the Gang? Evaluating the 4
Methods of Social Media Staffing“
October 6-8 – BOLO 2012

38. digital marketing conference for agencies
Early Bird Rate: just $699 before May 31
www.bolo2012.com
Ask about the 3P Track for Agency Leaders (Principals, Presidents, Partners)

39. Jay
Baer
Convince & Convert
www.convinceandconvert.com
www.jaybaer.com